Determinants of trust on social networking sites and its impact on purchase intention through the mediation effect of customer experience

Bhuvanesh Kumar Sharma · Pooja Jain · Omvir Gautam · Sunil Mishra

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Trust is one of the critical elements, when customer refers to social media for online shopping. In this way, the purpose behind this research is to build up the trust on social networking sites and its impact on online shopping intention. The research is also determining the mediation effect of customer experience on online purchase intention. A theoretical model developed which specifies the relationship between criterion and predictor variables - a total of 642 samples selected from the respondents pursuing a management degree from various b-schools of India. The study concluded that perceived privacy, perceived security, perceived value, and perceived risk are established as antecedents of online trust on social media. Online trust significantly affects online purchase intention and the effect mediated with customer experience from online shopping. This research contributes to academics and industry by better understanding the online buying behaviour of consumers when they buy products through social media.

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